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The General Manager of Terra Mexico, Gerardo Adame has been tapped to lead operations in the U.S. Hispanic market. He replaces Fernando Rodriguez, who held the top position in Terra U.S. for over a decade.

Gerardo Adame
Gerardo Adame

In an interview with Portada, Terra Global CEO Paulo Castro said the move is part of a broader plan that includes organizing operations into regions, rather than by country. In January, for example, Terra appointed Roberto Barroso as head of the Cono Sur region, leading Terra in both Chile and Argentina.

“We need to be more efficient as a global company,” Castro said about the new management structure. Adame will continue to be based in Mexico City, but as Castro said, “He will be traveling a lot.”

About the departure of Rodriguez, a former Telefónica executive and long-time Terra US head, Castro said: “Fernando was without a doubt very important in the development of Terra in the U.S.” But, he added, these changes reflect the need to compete more efficiently. “Gerardo Adame is the right person for the job; he is an experienced professional and I am sure that he will do an excellent job in the U.S.,” said Castro.

Prior to joining Terra in 2000, Adame was Chief Operations Officer at Infosel Financiero in Mexico City. He is a native of Mexico and a graduate of the Monterrey Technological Institute of Higher Education.

The announcement this week that Robert J. Murray, global president of iProspect, has left the leading digital agency to become president of Skyword is yet the latest signal of the growing importance of content marketing in the business of advertising. The appointment was first reported by the New York Times, and Murray is expected to start June 3 at the company’s headquarters in Boston.

Content marketing refers to editorial content including articles, video clips, TV shows, etc. that is created on behalf of marketers and advertisers. It is also known as branded content and to some extent branded entertainment. And among the nation’s leading providers of this type of content is Skyword, which earlier this month closed a $6.7 million in growth financing led by Cox Media Group.

The investment, said Skyword and Cox Media Group in a joint statement, will be used to expand the team and help scale the company to meet increasing customer and partner needs as content marketing “becomes an integral part of brand marketing initiatives and digital content production for media companies.”

Skyword recently recruited two long-time Hispanic sales executives: Former Terra.com Michele Azan, and former Vme and Azteca America Court Stroud.

Fernando Rodríguez is the CEO of Terra Networks in the U.S.
Fernando Rodríguez is the CEO of Terra Networks in the U.S.

In 2012, when Terra.com live broadcast the Summer Olympics, traffic to the site not only soared but threw light over a fast-growing, unstoppable digital trend: Users were increasingly accessing the events from their mobile devices, whether a smartphone or a tablet. In fact, according to Terra’s own research, the number of visits coming to Terra.com from a tablet doubled in 2012 compared to the previous year.

To learn about the latest mobile trends and Terra’s most recent soccer initiative, Jugadores Número 10 / Number 10 Players presented by BlackBerry, Portada caught up with Fernando Rodríguez, CEO of Terra Networks in the United States, who was on his way back from the Hispanic Media Summit in Hollywood.

An edited transcript follows:

Portada: What is Jugadores Número 10?

Fernando Rodríguez, CEO of Terra Networks: “Jugadores Número 10 is a soccer platform inside our sports site featuring some of the greatest soccer players in the world. This is a site presented by BlackBerry and it makes a connection between the Number 10 and the new BlackBerry 10 smartphone. Users can go to the site to vote for their favorite number 10 player; enter to win a trip to see a qualifying match between Mexico and the U.S. and read blog post from some prominent sports journalists and soccer players, including Mexican soccer icon Cuauhtémoc Blanco and other journalists Inés Sainz, Alejandro Farffann, Pedro Pinto and Keyvan Heydari. The first phase of this promotion goes through the first week of June.”

P: How is Terra preparing for the 2014 World Cup in Brazil?

F.R.: “We are really beefing up our soccer coverage, which has long been an important part of Terra, not only in the U.S. but throughout Latin America. We are also aware that our content is being accessed in second –and third- screens, and that users want to interact much more. Our content has to be more ‘social,’ so we are implementing tools for users to interact, vote, create, etc.”

P: How do you leverage your Latin American content with your U.S. site?

F.R.: “We are taking advantage of our strong presence in soccer coverage in both Spain and Latin America, where most of the best soccer action is taking place. We now have a dedicated team working on translating and adapting our Spanish-language content into English. We are beefing up our English content because we want to reach not only second –and third- generation Hispanics but also non-Hispanics who love soccer. The idea is simple: To leverage our presence in Spain and Latin America and bring it to the U.S. soccer fans.”

P: What would you say is the biggest trend right now among your audience?

F.R.: “We have seen a tremendous growth in visitors coming to Terra.com from a mobile device; in fact in 2012 we doubled the audience that came from a tablet. This is an opportunity, but also a challenge, so we have to constantly invest in improving users’ experience in mobiles and tablets. Only last year, during our live coverage of the Summer Olympics in London we had 16 million people visiting the special from a mobile device.”

P: Is mobile the new way to the future?

F.R.: “I think mobile is definitely the way to the future, but it has a long way to go… When it comes to advertising, mobile still lags behind traditional web, and I can tell it’s far from monetization. This is mainly because it is still a relatively recent phenomenon and also because there is still a gap between the reality of usage and the adaptation of the industry.”